Optimising multi-channel marketing using attribution modelling
Virgin Atlantic have recently been focusing on attribution modelling to understand the contribution of both online and offline marketing channels to optimise the mix. Come and hear from Allison about what they've been doing and what they have learned in the process.
About the speakers
Allison Wightman, Head of eBusiness, Virgin Atlantic
Allison Wightman has been Head of eBusiness at Virgin Atlantic for 5 years with responsibility for the Global Web Channel, Mobile, Social and Database Marketing. She is responsible for leading the growth strategy for digital channels, customer relationship and database management with focus on integrating direct and revenue generation at the airline.
She is committed to using data and analytics as the basis for decision making, is fascinated by social media and the potential it has to make good organizations better and put bad organizations out of business and is currently acting as Project Executive and main business sponsor for Web Futures the rebuild and redesign of the next generation Virgin Atlantic website being delivered by LBi.
